May 21 — Wellhub has announced the addition of the Reebok Fitness App to its platform, further broadening its range of wellness options for corporate users.
With this new partnership, employees in the United States, United Kingdom, and Germany who use Wellhub will gain access to Reebok’s digital fitness content. The app includes guided workout programs, run tracking features, and mindfulness exercises.
Reebok joins a growing list of major fitness brands working with Wellhub. The corporate wellness platform, which currently serves more than 3.5 million employees, has already partnered with companies like Nike Studios, Apple Fitness+, and Strava. The Nike Studios deal was announced earlier this year, in January.
Fitness Brands Seek Corporate Growth
Reebok’s move into the corporate wellness space highlights a growing trend. Brands are increasingly targeting business partnerships as a way to reach new audiences, according to Wellhub CEO Cesar Carvalho.
Speaking to HR Brew, Carvalho said that more than 23,000 companies now offer Wellhub to their staff. When employees engage with the Reebok Fitness App, Reebok earns revenue through the platform. Wellhub pays Reebok for every user who joins through its system.
“Instead of building their own sales team or creating a corporate sales strategy from scratch, brands like Reebok instantly gain access to a wide client base through Wellhub,” Carvalho explained.
He also emphasized that adding recognized brands enhances Wellhub’s value to both HR leaders and employees. “Our mindset is that the more partners we have, the stronger our value proposition,” he said. “It makes the product more attractive, which leads to more company communication and higher employee sign-up rates.”
Evolving Workplace Wellness
Physical wellness programs have been part of the workplace for years. Popular past initiatives included weight-loss challenges, though these have lost favor with some HR professionals for being exclusive or unbalanced. According to a 2024 SHRM survey, 22% of employers currently offer on-site fitness facilities or classes, while 21% provide off-site memberships or subsidies.
In recent years, wellness strategies have shifted toward a more holistic approach. Companies now invest in programs that support mental health, sleep, and meditation in addition to physical fitness. This shift reflects Wellhub’s broader vision and its 2023 rebrand from Gympass.
Carvalho noted that economic pressure and tighter HR budgets mean benefit programs must now show clear business outcomes. Wellhub promotes high employee participation rates as a key way to reduce healthcare costs and lower absenteeism—results that matter to HR and finance leaders alike.
